Companies put the majority of their marketing efforts into creating content that they can distribute via their websites, brochures, online newsletters and other platforms they control. However, what they fail to consider is how well they are reaching out and targeting their core demographic in media they don’t control. This is starting to change as companies build their presence on social media platforms such as Facebook and Twitter, but the focus is still on direct communications with people that already know about their brand.

At the same time, companies are becoming increasingly vulnerable to online reputation damage from negative sentiment – some of which is real, and some of which is a result of malicious activity. Online smear campaigns are common, for instance, and result in significant commercial consequences for their victims. One example of this is the recent negative astroturfing – posting fake reviews – that Samsung carried out in Taiwan against its competitors, but there are many, many more. read more